| Title | IT ALL STARTS WITH ONE SPOON. |
| Brand | LEBEN |
| Product / Service | "NONOJI" MAGIC SPOON AND FORK |
| Category | A03. Home Furnishing, Appliances, Maintenance & Household Products |
| Entrant | CREATIVE CONNECTION COMPANY Tokyo, JAPAN |
| Entrant Company | CREATIVE CONNECTION COMPANY Tokyo, JAPAN |
| Advertising Agency | CREATIVE CONNECTION COMPANY Tokyo, JAPAN |
| Production Company | ALBUQUERQUE FILM Tokyo, JAPAN |
| Name | Position |
|---|---|
| Yoshiyuki Machida | Creative Director |
| Yoshiyuki Machida | Copywriter |
| Atsushi Takavu | Advertiser's Supervisor |
| Masahiro Yoshida | Producer |
| Koji Onomichi | Director |
| Kenichi Nishi | Editor |
| Hitomi Kumagai | Sound Design/Arrangement |
| Tkahiro Fujii | Lighting |
| Yoshiyuki Machida/Koji Onomichi | Planner |
| Koji Onomichi | Cinematographer |
A baby girl grows up using a “Nonoji” spoon, a unique cutlery designed with gentle care according to children’s growth. When she grows up and becomes a mother, she feeds her baby with a “Nonoji” spoon and realizes that her mother also watched her growth with loving care.